AuthorLonny Kocina

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Overcome your skepticism: Product publicity reaches the masses.

Taken to extreme, your strengths can also be weaknesses. One of our business model’s greatest advantages is that there is not much direct competition for what we do: We sell product publicity. But this uniqueness can also be a challenge to overcome: It can be difficult to convince marketers to try something out of the ordinary. Couple that with the PR industry’s traditional hourly billing model, which is about as senseless as selling pizza by the hour, and many marketers are initially a little skeptical.

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These storytellers will explain your product better than you can

It may seem tempting to complain about the media, but journalists can communicate your product’s value with clarity and credibility. Over nearly three decades, our publicists have set up tens of thousands of stories with reporters and producers. Several times a day, at outlets throughout the U.S. and Canada, these media professionals are doing a wonderful job crafting stories that explain our clients’ products to target audiences. The media know how to tell a good story. They may be able to explain your product better than you can.

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How to get publicity: Call Sallie Crowl

When you’re looking for a professional to arrange publicity for your product, you need an experienced publicist who has a track record of success. How many stories does a publicist need to arrange to be considered experienced? One hundred? Three hundred? How about 1,000? Publicist Sallie Crowl estimates that in her seven years with us, she has arranged about 1,000 stories for our clients. That works out to an estimated three stories a week. She has achieved such success through creative pitching,
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Need to promote your product? Here’s a publicist you should meet.

Can you imagine personally contacting the media 250,000 times? I was chatting with Gail Brandt, a publicist who has been employed with us for more than 15 years. We did some cowboy math and estimated she has personally contacted the media a quarter million times since she started working with us. No one knows more about how to persuade reporters and producers to do positive stories about a company and their products than our publicists. The media is the gateway to millions and our publicists are
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Glossophobia, marketing’s silent killer

Nothing could be more lethal to marketing than glossophobia: the fear of public speaking. And don’t kid yourself, studies show that three out of four people fear public speaking. They fear it more than death. If marketers are afraid of making public appearances, their fear may keep them from using the most convincing promotional channel available: media coverage. What are the chances your organization isn’t affected by glossophobia? None. Fortunately, there are two surefire ways to overcome
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Rev up sales with great PR and a well-maintained website

After people see your product in news stories, one of the first things they may do is pull out their smartphone and look up your website. It’s vital to the sales process that your website is ready to hold their interest and sell to them. We often refer our PR clients to Checkerboard Strategic Web Development to ensure that their websites are ready for the waves of new attention they’ll receive. Developing your website is not a one-time, over-and-done activity. In fact, in some ways, a website
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To earn publicity, your content must pass this vital but hidden test

Whether you realize it or not, the public has an unforgivingly high standard for content. Many companies don’t realize they are playing a serious game when they publish content on their websites or in other promotional channels. I’ll tell you why we are so aware of this hidden test for earning publicity. We sell media coverage and we price it by the story we arrange. Selling publicity by the story is a simple but challenging business model: We convince reporters and producers to do stories
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Would you buy Public Relations Pizza? Pizza sold by the hour with no guarantee of delivery

Positive news stories will bring in leads and cause sales. Yet if you are like most businesses, you don’t get much publicity. There’s a reason for that. The PR industry has unintentionally stunted the growth of publicity as a promotional mix channel by using a poor pricing model; they bill by the hour. And worse yet, they don’t guarantee you will get any media coverage. Imagine if pizza was sold that way: By the hour with no guarantee you would get a pizza. It doesn’t seem very smart, does
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